The Green Purchase Behavior of Hong Kong Young Consumers: The Role of Peer Influence, Local Environmental Involvement, and Concrete Environmental Knowledge

ABSTRACT In view of the increasing demand for greener lifestyles in Chinese-based communities, this study examines the possible contextual and individual factors that affect green purchase behavior in young consumers in Hong Kong. Using a sample of 6,010 adolescent consumers, a survey was developed and administered. Hierarchical regression analyses indicate that six factors predict the green purchase behavior of Hong Kong adolescents in the following descending order: peer influence, local environmental involvement, concrete environmental knowledge, parental influence, environmental awareness, and media exposure to environmental messages. A model is proposed that depicts the flow of influence of the top three predictors on green purchase behavior. Structural equation modeling confirms a good fit of the data with the proposed model. The study concludes by outlining the theoretical and practical implications for international green marketing.